Paid search advertising: influencing click behavior with ad content: the effect of message appeal and the moderating impact of consumers’ sales funnel stage and product category knowledge

Additional Metadata
Keywords	Sales process, Product categories, Advertising, Consumer behaviour, Elaboration likelihood model (ELM)
Thesis Advisor	Szymanowski, M., Eijk, A.R. van der
Persistent URL	hdl.handle.net/2105/23294
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA APA Style APA-ALL Style AAA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Zimmerman, M. (2012). Paid search advertising: influencing click behavior with ad content: the effect of message appeal and the moderating impact of consumers’ sales funnel stage and product category knowledge. In Marketing Management.http://hdl.handle.net/2105/23294

Paid search advertising: influencing click behavior with ad content